How HEMA scaled multichannel campaigns to 20,000+ products

Managing multichannel advertising across six European markets and hundreds of physical stores often leads to a familiar operational headache: fragmented product data, manual updates, and campaign copy that struggles to keep pace with rapid inventory shifts.

As an iconic retail brand generating €2.2B in gross revenue, HEMA faced this exact bottleneck while scaling campaigns across Google Shopping, Search, Social, Email, and Affiliate networks.

By placing Channable at the heart of its product data strategy, HEMA transformed raw catalog data into an automated performance engine, managing 30 search campaigns, automating 1,574 ad groups, powering 9,444 dynamic keywords, and generating dynamic visual assets for 20,000+ SKUs.

Here is how HEMA simplified multi-channel complexity to drive efficiency, accuracy, and revenue scale across Europe.

• Client: HEMA

• Industry: Retail

• Footprint: 755 stores across six European markets

• Products used: Feed Management, Channable CSS, PPC Automation, Image Editor

Managing a fragmented multichannel journey

Operating 755 physical retail locations in the Netherlands, Belgium, France, Germany, Austria, and Luxembourg alongside a massive eCommerce operation creates a complex digital ecosystem. Modern retail consumers follow non-linear shopping journeys, moving between Google Search, Pinterest, Reddit, Marktplaats, and targeted Shopping Ads before converting.

For HEMA's marketing team, the primary challenge came down to scale, relevance, and speed:

• Channel-specific data: Deliver customized product titles and attributes tailored to distinct platform rules without multiplying administrative overhead.

• Real-time promotional alignment: Ensure dynamic starting prices (e.g., "starting from €1.50"), category-level discounts (e.g., "up to 60% off"), and store stock synchronize across active ads instantly to prevent wasted ad spend.

• Creative scalability: Resize and tailor visual assets across standard ratios (1:1, 4:5, 9:16) for tens of thousands of SKUs across social and display networks without draining internal design resources.

A single hub for feeds, search, and dynamic visuals

HEMA connected its backend eCommerce architecture to Channable as its central product data foundation. By unifying data operations in one hub, HEMA established an automated, performance-driven workflow built on three core pillars:

1. High-performance Feed Optimization & CSS

HEMA structured its feed management strategy across distinct export channels to match user intent:

• Paid Shopping Feeds (SEA): Leveraged Channable CSS and automated rules to prioritize real-time stock availability, high-CTR product details, and performance metrics.

• Organic Shopping Feeds (SEO): Optimized title structures (e.g., [Discount] | HEMA [Product Title] [Color] [Size]) and keyword density to capture high-intent organic traffic.

• Local Inventory Integration: Linked physical store stock via Local Inventory Ads (LIAs) to connect digital search traffic directly with inventory in nearby physical stores.

2. Automated search campaigns (PPC Automation)

Rather than manually creating and updating thousands of ad groups, HEMA used PPC Automation to build Google Search campaigns directly from live feed attributes:

• Dynamic ad copy & pricing: Inserted real-time category discounts and starting price points directly into ad titles as catalog data changed.

• Automated keyword & negative list updates: Automatically generated long-tail search keywords and updated negative keyword rules to eliminate spend on non-converting searches.

3. Dynamic visual assets at scale

HEMA extended its setup into creative asset production using Channable’s Image Editor:

• Automated promotional overlays: Applied rule-based badges (such as "NEW", "1+1 FREE", or promotional discount tags) onto product images based on inventory triggers.

• Multi-format generation: Automatically rendered localized visuals for 20,000+ products across multiple aspect ratios to power Performance Max (PMax), Display, YouTube, Meta, Snapchat, and TikTok campaigns.

Efficiency, consistency, and room to innovate

By consolidating feed management, search campaign automation, and dynamic image creation into a unified setup, HEMA established an ecosystem that delivers sustained performance across its key acquisition channels: Search (36.4%), Email (22.7%), Social (18.2%), Affiliates (13.6%), and Display (9.1%).

• 30 search campaigns automated: Fully structured and maintained directly from backend catalog data.

• 1,574 ad groups created: Automatically generated across complex product categories.

• 9,444 dynamic keywords powered: Tailored to live product inventory to maximize relevance and conversion rates.

• 20,000+ visual assets generated: Localized, promotional image creatives automatically rendered for Display, PMax, YouTube, and Social.

• Operational overhead eliminated: Reduced repetitive manual execution, giving digital specialists the freedom to focus on strategy, A/B testing, and growth.

"Channable helps us bring our channels together through product data, allowing us to keep campaigns relevant and up to date while creating more time for new projects and improvements."

— Berend Koudijs, Search Marketer, HEMA

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